The Atlantic City Getaway Planner Details

The Atlantic City Convention & Visitors Authority needed a way to bring people to Atlantic City for reasons beyond gambling. There goal was to increase visit time by educating potential visitors to restaurants, events, shopping and other activities. The "DO AC" campaign was born. The ACCVA wanted to encourage the "funseeker" audience segment to take spontaneous trips to Atlantic City.

The Atlantic City Convention & Visitors Authority needed a way to bring people to Atlantic City for reasons beyond gambling. There goal was to increase visit time by educating potential visitors to restaurants, events, shopping and other activities. The "DO AC" campaign was born. The ACCVA wanted to encourage the "funseeker" audience segment to take spontaneous trips to Atlantic City. As part of this Havas created a trip configurator which allows users to easily plan and share trips (via Facebook), as well as find more amenities when they arrived. Havas used a personalized recommendation engine that tied particular establishments to moods or needs of the end user. Some visitors want to party with friends, others want a quiet room for the kids. We used a "mobile first" approach, Agile project management, quick prototypes and frequent user testing to create the "Atlantic City Getaway Planner"